return to news page
Get Fit for Fundraising
How Agile is your Organisation?
Very few people enter a marathon without any training. So why do so many charities think they can launch an appeal without having a clear idea of how they will meet their objectives? Those that are bold enough to run a marathon with little training usually end up hobbling around injured and spending a lot of money on the physiotherapist. Charities can damage themselves too.
“How quickly can you raise £1million?” or “How much can you raise next year?” are often the questions that confront a fundraising team. Whilst fundraisers should have challenging targets, they must also be SMART*. Fundraising is becoming ever more competitive and has the best chance of being effective if it is placed at the centre of the organisation and works to a well-thought-out plan.
Organisations need to be fit for fundraising. Is your organisation agile enough to meet the demands placed on it? When next planning an appeal, why not ask these questions:
- What will change as a result of the funds that you will raise?
This is in effect what you have to sell, your product, your vision. - Why is your organisation particularly well-placed to be able to deliver this product? Can any of your competitors do it better?
- Is there agreement internally on the unique selling points of your vision?
- Could you sell the same product to a different market?**
- Are you articulating your arguments in a way that makes sense to your target audience? Most charities speak their own “lingo” and think about their own objectives without thinking enough about those of their funders. Have you used jargon in your case?
If you cannot give positive answers to all of these questions, you should ask yourself whether your organisation is fit and agile enough to make this appeal a success. Perhaps some more thinking and training is needed?
(January 2005)
* SMART (Specific, Measurable, Achievable, Relevant, Time-specific)
** Think of Ansoff's Matrix (right):
Ansoff
argues that expansion comes from either approaching a new market
or promoting a new product. Organisations can also take new products
to new markets but this is generally a high risk option. Above all
else, we would argue for clarity of thinking. Before expanding,
be clear about what your options are and take a considered approach.